BetterTan's Success Story: How we used Google Ads to launch a new swimwear brand and generate 378% ROAS

Turning challenges into triumphs: BetterTan's journey to Google Ads success

bettertan - no more harsh tan lines
About the client

BetterTan is a brand of women’s swimsuits and beachwear. They offer tan-through swimwear made with an innovative fabric that helps you achieve a great tan without any harsh tan lines.

The client contacted us to help them with SEO, but we saw an immediate opportunity to grow sales through Google Ads.

What makes BetterTan's tan-through swimwear a great product
bettertan prevents harsh tan lines

Prevents harsh tan lines

bettertan dries 7 times faster than regular swimwear

Dries 7x quicker than regular swimwear

bettertan allows up to 80% of the sun's rays to pass through the fabric

Up to 80% of the sun’s rays can pass through the fabric

bettertan's fabric is breathable and soft

High-quality, breathable, and soft fabric

bettertan looks great on all shapes and sizes

Looks great on all body shapes


Ethically manufactured

Case study metrics
  • Date range: 01.04.2023 – 30.06.2023
  • Market: United States
KPI improvements
  • 378% ROAS (Return on Ad Spend)
  • 65% higher conversion rate than other channels
  • 62% higher revenue than other paid channels
The challenge
  • BetterTan is a new brand with very little brand awareness.
  • The US market for swimwear is highly competitive.
  • As a new brand on the market, BetterTan had a limited budget.
The solution
  • We decided to start with two search campaigns in Google Ads: Brand and Product.
  • In the product campaign, we created three ad groups for the main keywords: swimwear, swimsuit, and bikini. This approach allowed us to cover as many different searches as possible and to have better results in SERPs.
  • Since our budget was limited, we researched which US states had the highest search volume for this type of product and we selected 10 states.
  • We chose long-tail keywords to outmaneuver our biggest competitors.
  • We also created a standard shopping campaign, however, it did not live up to our expectations. Thus, we quickly switched to a Performace Max campaign with only the product feed as its primary asset. This approach generated upward of 40% in incremental sales.
BetterTan Google Ads paid search ad
The results
  • We achieved a remarkable ROAS (Return on Ad Spend) of over 378% for a new brand with no brand awareness and in a cluttered market
  • Google Ads generated 62% higher revenue compared to other paid digital channels.

We were able to help BetterTan increase significantly their traffic, orders, and revenue. When comparing different channel performances, our Google Ads campaign strategy was a major contributor to the brand’s sales and revenue.


  • BetterTan


  • Metric DS


  • Strategy
  • Google Ads
  • Ecommerce



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